Strategi Pengembangan Wisata Halal Berbasis Konsep 3A+1I Di Masjid Raya An-Nur Pekanbaru
Keywords:
Halal Tourism; 3A 1I Concept; Masjid Raya An-Nur; SWOT.Abstract
This study aims to analyze the halal tourism development strategy at Masjid Raya An-Nur Pekanbaru using the 3A+1I concept (Attraction, Accessibility, Amenity, Institution). As one of Indonesia's 10 National Halal Tourism Priority Destinations, Riau Province has significant potential anchored in Islamic heritage. Masjid Raya An-Nur, known as the 'Taj Mahal of Indonesia,' blends Malay, Arab, Turkish, and Indian architecture across 12.6 hectares. Using qualitative descriptive methods in-depth interviews, observation, and documentation this study applies SWOT-IFAS/EFAS analysis. Findings show the mosque fulfills key halal tourism criteria: iconic religious attractions (Riau Halal Fair, Qur'an programs), strategic central-city accessibility via Sultan Syarif Kasim II International Airport, adequate prayer amenities, and strong institutional governance. The SWOT matrix yields an SO strategy (score: 10.00) as optimal, recommending digital promotion expansion, integrated religious tour packages, UMKM empowerment, and cross-institutional collaboration to position Masjid Raya An-Nur as a world-class sustainable halal tourism destination.
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